Less Is More: Stricter Lead Qualification Driving Improves Sales Results

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Based on the findings of SiriusDecisions’ most recent study of b-to-b sales and marketing leaders’ pipeline and forecast practices, top-performing companies are replacing the traditional “more is more” sales pipeline approach with an emphasis on higher-quality leads and more accurate forecasting.

“Pipeline-to-quota ratios are an important tool for sales forecasting and management,” explained analyst Jim Ninivaggi of SiriusDecisions’ Sales Optimization Strategies advisory service. “However, our study showed that companies that increased their pipeline-to-quota ratios during the recent recession in an attempt to hit their sales targets have actually hurt their productivity. Companies that have maintained a tighter pipeline-to-quota ratio are now outperforming their peers.”